Will Ferrell is promoting the upcoming Netflix comedy series "The Hawk" through a new SKIMS menswear campaign and an exclusive interview [1, 2, 3].
The promotion marks a high-profile collaboration between a major streaming service and a luxury shapewear brand to build anticipation for the series. By blending fictional character marketing with real-world fashion, the campaign seeks to establish the persona of Lonnie "The Hawk" Hawkins before the show debuts.
Ferrell portrays Hawkins, a fictional golfer, in the series [1, 2, 3]. As part of the promotional rollout, Ferrell appeared in character for an interview conducted at the Pinehurst Golf Resort in North Carolina [1]. The appearance coincided with the launch of a SKIMS menswear campaign featuring the actor, who is 58 [2].
This cross-platform strategy utilizes the reach of SKIMS to amplify the visibility of the Netflix production. The character of Hawkins serves as the centerpiece for both the comedic narrative of the show, and the aesthetic of the clothing line [2, 3].
The series is scheduled to premiere on July 16, 2026 [1].
“Will Ferrell is promoting the upcoming Netflix comedy series "The Hawk"”
The partnership between Netflix and SKIMS demonstrates a growing trend of 'character-led' marketing, where fictional personas are integrated into real-world commercial campaigns to create a blurred line between entertainment and advertising. By leveraging Ferrell's comedic brand and the fashion influence of SKIMS, the producers are attempting to generate viral interest and a pre-established identity for the protagonist before the first episode airs.
